NEW YORK (Reuters) - Schering-Plough Corp and Merck & Co
are defending their shared cholesterol treatments, Vytorin and
Zetia, in advertisements after a failed study generated
negative publicity.

The companies released results on Monday showing that
Vytorin failed its primary goal of preventing fatty plaque
buildup in carotid arteries more effectively than the widely
used generic cholesterol fighter, Zocor, leading some
cardiologists to question Vytorin's value.

Vytorin combines Zetia and Zocor, known generically as
simvastatin, into one pill. Vytorin did cut levels of "bad" LDL
cholesterol more than Zocor, although that was not the study's
main focus.

A full-page ad in The New York Times on Sunday said that
Vytorin and Zetia users "may be worried about recent news
stories questioning the benefit of these medicines...on the
basis of a single study that has generated a lot of confusion."

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The ad cites the drugs' ability to lower LDL cholesterol
and urges patients to follow their doctors' recommendations on
taking prescribed medicines.

"All of us at Merck and Schering-Plough proudly stand
behind the established efficacy and safety profiles of Zetia
and Vytorin," the ad says.

Under the main text of the ad appears the names of top
medical officers at the companies, which jointly sell Zetia and
Vytorin.

Similar ads also appeared in the Wall Street Journal and
the Star-Ledger of Newark, New Jersey, Schering-Plough
spokesman Lee Davies said.

"We plan to continue this campaign to provide appropriate
balance and perspective to patients and, if they believe they
have the need, to encourage them to talk to their doctors about
their treatment," Davies said in an e-mail.

Vytorin and Zetia have combined annual sales of about $5
billion. Last week shares of Schering-Plough fell about 23
percent and shares of Merck were down about 12 percent.